The purpose of this chapter is to explore how to do durable Organisational Identity Work regarding different workplace strategies and employment relationships in the New World of Work to establish core, distinctive, differentiating, and enduring identities for organisations. The chapter provides a comprehensive, in-depth, and postulated answer, through a Thought Experiment, on how to do durable Organisational Identity Work in response to the substantive, snowballing Organisational Identity threats posed by the New World of Work, in order to establish and maintain a clear, sound, and robust Organisational Identity. This postulated answer generated by our Though Experiment in this chapter, can be empirically validated hereafter.